CASE STUDY 1: BEAUTY AND THE BEAST




Director:

  Bill Condon  


Producers:

David Hoberman and Todd Lieberman

Genre:

Fantasy
Romance

Runtime:

2 hours 10 minutes

Initial release:

17 March 2017


Box office:

1.264 billion USD

Budget:

160 million USD

Cast:

Adapted from:

Beauty and the Beast (French: La Belle et la Bête) is a fairy tale written by French novelist Gabrielle-Suzanne Barbot de Villeneuve and published in 1740 in La Jeune Américaine et les contes marins (The Young American and Marine Tales).

 

Plot:

A beautiful enchantress disguised as an old beggar woman arrives at a French castle during a ball and offers the host, a cruel and selfish prince, a rose in return for shelter from a storm. When he refuses, she reveals her identity. To punish the prince for his lack of compassion, the enchantress transforms him into a beast and his servants into household objects, then erases the castle, the prince and his servants from the memories of their loved ones (in the small town of Villeneuve nearby). She casts a spell on the rose and warns the prince that the curse will only be broken if he learns to love another, and earn their love in return, before the last petal falls.
Some years later, at Villeneuve, Belle, the book-loving daughter of a music box maker and artist, Maurice, dreams of adventure and brushes off advances from Gaston, an arrogant former soldier. On his way to a convention and lost in the forest, Maurice seeks refuge in the Beast's castle warming himself near the fire then being scared away by Chip after having some food, but the Beast imprisons him for stealing a rose from his garden as a gift to Belle. When Maurice's horse returns without him, Belle ventures out in search for him, and finds him locked in the castle dungeon. The Beast agrees to let her take Maurice's place.
Belle befriends the castle's servants, who invite her to a spectacular dinner. When she wanders into the forbidden west wing and finds the rose, the Beast scares her into the woods. She is ambushed by a pack of wolves, but the Beast rescues her, and is injured in the process. As Belle nurses his wounds, a friendship develops between them, also he shows her his library and gives it to her which makes her feel a different way towards the Beast unlike before. The Beast shows Belle a gift from the enchantress, a book that transports readers wherever they want. Belle uses the book to visit her childhood home in Paris, where she discovers a plague doctor mask and realizes that she and her father were forced to leave when her mother succumbed to the plague.
In Villeneuve, Maurice tries to convince the other villagers of the Beast and Belle's imprisonment but no one believes him. Gaston, seeing rescuing Belle as an opportunity to win her hand in marriage, agrees to help Maurice. When Maurice learns of his ulterior motive and rejects him, Gaston abandons him to be eaten by the wolves. Maurice is rescued by the hermit Agathe, but when he tells the townsfolk of Gaston's crime and is unable to provide solid evidence, Gaston convinces them to send Maurice to an insane asylum.
After sharing a romantic dance with the Beast, Belle discovers her father's predicament using a magic mirror. The Beast places Belle's happiness before his own releases her to save Maurice, giving her the mirror to remember him with leaving him and his servants heartbroken. At Villeneuve, Belle reveals the Beast in the mirror to the townsfolk, proving her father's sanity. Realizing that Belle loves the Beast, a jealous Gaston claims she has been charmed by dark magic, and has her thrown into the asylum carriage with her father. He rallies the villagers to follow him to the castle to slay the Beast before he curses the whole village. Maurice and Belle escape, and Belle rushes back to the castle.
During the battle, Gaston abandons his companion LeFou, who then sides with the servants to fend off the villagers. Gaston attacks the Beast in his tower, who is too heartbroken from Belle's departure to fight back, but regains his spirit upon seeing Belle return. He defeats Gaston, but spares his life before reuniting with Belle. Ungrateful and unrepentant, Gaston mortally wounds the Beast with a gunshot from a bridge, but it collapses when the castle crumbles, and he falls to his death. The injured Beast tells Belle that he was happy to see her again then he dies in her arms as the last petal falls, and the servants become inanimate. Belle tearfully professes her love to the Beast, Agathe reveals herself as the enchantress and undoes the curse, repairing the crumbling castle, and reviving the Beast then turning him and his servants' human making the villagers' remember their loved ones. The Prince and Belle host a ball for the villagers, where they dance happily. 

Cast:


In January 2015, Emma Watson announced that she would be starring as Belle, the female lead.She was the first choice of Walt Disney Studios chairman Alan F. Horn, as he had previously overseen Warner Bros. which released the eight Harry Potter films that co-starred Watson as Hermione Granger. Two months later, Luke Evans and Dan Stevens were revealed to be in talks to play Gaston and the Beast respectively, and Watson confirmed their casting the following day through tweets. The rest of the principal cast, including Josh Gad, Emma Thompson, Kevin Kline, Audra McDonald, Ian McKellen, Gugu Mbatha-Raw, Ewan McGregor and Stanley Tucci were announced between March and April to play LeFou, Mrs. Potts, Maurice, Madame de Garderobe, Cogsworth, Plumette, Lumière and Cadenza, respectively.

Susan Egan, who originated the role of Belle on Broadway, commented on the casting of Watson as "perfect". Paige O'Hara, who voiced Belle in the original animated film and its sequels, offered to help Watson with her singing lessons.

According to The Hollywood Reporter, Emma Watson was reportedly paid $3 million upfront, together with an agreement that her final take-home pay could rise as high as $15 million if the film generated gross box office income similar to Maleficent's $759 million worldwide gross.

  • Emma Watson as Belle, a young benevolent bibliophile woman who develops feelings for the Beast and begins to see the humanity within him.
    • Daisy Duczmal portrays an infant Belle.
  • Dan Stevens as Beast, a cold-hearted, selfish, unkind prince who is transformed into a beast and forced to earn back his humanity by learning to truly love and be loved in return, as well as to give rather than take. Stevens portrays the character through motion-capture.
    • Adam Mitchell portrays the younger version of the prince.
  • Luke Evans as Gaston, a narcissistic and arrogant hunter and veteran of the French Royal Army who is willing to go as far as it takes to have Belle as his trophy wife.
  • Kevin Kline as Maurice, Belle's protective widowed father who works as a music box maker and an artist.
    • Jolyon Coy portrays the young Maurice.
  • Josh Gad as LeFou, Gaston's flamboyant and long-suffering sidekick who bolsters his friend's ego but gets very little in return.
  • Ewan McGregor as Lumière, the Beast's charismatic bouteiller who has been transformed into a candelabra.
  • Stanley Tucci as Maestro Cadenza, the neurotic court composer and Madame de Garderobe's husband who has been transformed into a harpsichord.
  • Audra McDonald as Madame de Garderobe, a world-renowned opera singer and Cadenza's wife who has been transformed into a wardrobe.
  • Gugu Mbatha-Raw as Plumette, one of the castle maids and Lumière's lover who has been transformed into a feather duster.
  • Ian McKellen as Cogsworth, the Beast's gruff but loyal majordomo and the head of the household staff who has been transformed into a mantel clock.
  • Emma Thompson as Mrs. Potts, the castle's motherly head housekeeper who has been transformed into a teapot.
  • Hattie Morahan as Agathe, an impoverished hermit and resident of Villeneuve who, in reality, is the enchantress responsible for cursing the Prince. Morahan also narrates the prologue.
    • Rita Davies portrays the enchantress in her beggar woman form. The film was released posthumously after Davies' death.
  • Nathan Mack as Chip, Mrs. Potts' plucky son who has been transformed into a teacup.
  • Adrian Schiller as Monsieur D'Arque, the sly warden of the local asylum who is bribed by Gaston to have Maurice institutionalized.
  • Gerard Horan as Monsieur Jean Potts, an absent-minded potter and resident of Villeneuve who is later revealed to be Mrs. Potts' husband and Chip's father.
  • Haydn Gwynne as Clothilde, a fishmonger and resident of Villeneuve who is later revealed to be Cogsworth's wife.
  • Michael Jibson as the Tavern Keeper, the owner and keeper of Villeneuve's local tavern where Gaston and the village residents drink.
  • Ray Fearon as Père Robert, Villeneuve's local chaplain who encourages Belle to borrow the books in the chapel's meager library.
  • Sophie Reid, Rafaëlle Cohen, and Carla Nella as the Village Lasses, a trio of women who fawn over Gaston and have a jealousy for Belle.
  • Jimmy Johnston, Dean Street, and Alexis Loizon as Tom, Dick, and Stanley, a trio of men who serve as Gaston's henchmen.
  • Zoe Rainey as Belle's mother, Maurice's late wife who contracted the plague and died when Belle was an infant.
  • Clive Rowe as Cuisinier, the castle's head chef who has been transformed into a stove.
  • Gizmo as Frou-Frou, Maestro Cadenza's and Madame de Garderobe's pet Yorkshire Terrier who has been transformed into a footstool.
  • Thomas Padden as Chapeau, the prince's valet who has been transformed into a coat rack.
  • Tom Turner as The King, the prince's father who, following his wife's death, raised his son to be just as selfish and arrogant as he was.
  • Harriet Jones as The Queen, the prince's mother who died of an illness when he was a child.
  • Dale Branston as Villeneuve's residential baker.
  • Chris Andrew Mellon as Nasty Headmaster, the unnamed headmaster of an all boys school in Villeneuve that disapproves of Belle teaching a young girl how to read.
  • Vivian Parry as the Village Lass' mother, an unnamed seamstresses

Technology

Sound Mix:
Dolby Digital | IMAX 6-Track (IMAX version) | 12-Track Digital Sound (IMAX 12 track) | Dolby Surround 7.1 | Dolby Atmos
Color:
Color
Aspect Ratio:
1.90 : 1 (IMAX version)
2.39 : 1
Camera:
Arri Alexa XT Plus, Leica Summilux-C Lenses
Laboratory:
Company 3 (digital intermediate) (as Company 3 New York)
Pinewood Digital (digital dailies)
Negative Format:
Codex
Cinematographic Process:
ARRIRAW (3.4K) (source format)
Digital Intermediate (2K) (master format)
Dolby Vision
Printed Film Format:
35 mm (anamorphic) (Kodak)
D-Cinema (also 3-D version)
 

Marketing

Disney spent around $140 million to market the film worldwide. Following an announcement on May 22, 2016, Disney premiered the first official teaser trailer on Good Morning America the next day. In its first 24 hours, the teaser trailer reached 91.8 million views, which was the largest number ever seen for a trailer in that amount of time. This record has since been broken by Thor: Ragnarok, It and Avengers: Infinity War. The first official teaser poster was released on July 7, 2016. On November 2, 2016, Entertainment Weekly debuted the first official image on the cover of their magazine, along with nine new photos. One week later, Emma Watson and Disney debuted a new poster. On November 14, 2016, the first theatrical trailer was released, again on Good Morning America. This reached 127.6 million views in its first 24 hours, setting a new record for the most views in one day, beating Fifty Shades Darker; this record has since been broken by The Fate of the Furious. A TV spot with Watson singing was shown during the 74th Golden Globe Awards. Disney released the final trailer on January 30, 2017.

 

The Posters

The first teaser poster recreated an iconic image from the original movie, with a single rose suspended under a glass jar, snow caked on the windows and towers in the background. This is all about brand awareness and letting people know this is a remake of a movie they already love.
The next poster was focused mostly on selling the fairytale aspect of the story. So we see Belle and the Beast dancing in the middle of the design, ornate windows in the background and the sparkle of light coming from above shining all around them. No copy or tagline, just the names of the cast at the top and the title treatment followed by the credits block at the bottom.

A theatrical one-sheet shows us the ensemble cast the movie sports, with Belle and the Beast at the top as the primary figures and the rest of the characters, including those that are turned into cutlery as part of the story, still in their human forms because you don’t cast Ian Mckellen and Emma Thompson and then not feature them in the campaign in some form or another. A triptych poster split up the individual elements from the theatrical poster into three segments, which were then recombined to create something larger. It’s mostly the same images on display, just spread out a bit and with some new background material added in to pad things.



One more poster cut to the chase and gave the audience what they were looking for, a live-action recreation of the iconic scene of Belle and the Beast dancing in the ballroom, her in her flowing yellow gown and him in his blue overcoat. It’s meant to amp up the sense of something magical and to make sure everyone knows that yes, this scene will be in the movie so don’t worry and buy a ticket or 20 please.
A slew of character posters were up next and made sure everyone got their time in the spotlight. Each poster is ornately framed and shows the castle in the background. For those characters who are transformed into something else, those other versions are shown in the corner or elsewhere in the design. These are all meant to keep up the theme of this being a storybook romance type of story, still slavishly devoted to recreating the original. There were also motion poster versions of these.
 

  
There’s not much to the first teaser trailer. It focuses on a sweeping tour of the castle, featuring real life versions of the sets from the animated classic until a set of claws tears a family portrait. Two unseen characters react to a door opening and it ends with Belle shown leaning down and looking at the rose under glass as the familiar theme music plays.
It’s a good first effort, designed to sell the movie to the hordes of people who loved the animated film and who have fond memories of it.


The first full trailer is much more focused on setting up the story. Basically it does exactly what it needs to do, which is show the audience that this is a live-action remake of the animated original. So it hits all the story beats and shots you’d expect, from the rose losing its petals to Belle and the Beast dancing to the talking china and so on. Nothing all that unexpected here, nor does there need to be.
This will make a gazillion dollars.


A final trailer laid out almost the entirety of the first two-thirds of the movie, showing Belle’s life in her home village to her encounter with the Beast and the rest of the residents of his castle, all the way through their developing relationship and romance. It also features more Gaston, which is much needed because no one stars in trailers like Gaston.
This will make a gazillion dollars.

Online and Social

When the official site (which has the notable URL inclusion of “2017”) loads you see a big recreation of the key art featuring a big “Get Tickets” button.
There’s no navigation menu so you just scroll down and come across the trailer, which is followed by a plot synopsis that goes into pretty good detail and features the credits of everyone involved.
Keeping going and you’ll find all the motion character posters. That’s followed by a section devoted to the Disney Store, showing off all the movie-themed merchandise you can buy.

A photo gallery of nine stills, including one behind the scenes shot, is next. And then there’s a section with the logos of the companies who signed on as promotional partners. A few videos including clips, interviews with the cast and more finish off the site.
They’re not linked on the website but there’s were Twitter, Facebook and Instagram profiles for the movie as well.

Advertising and Cross-Promotions

The first extended TV spot aired around Christmas and played like a mini-trailer, showing Belle discovering Beast as well as the other inhabitants of the castle and their journey to falling in love in a magical setting.
More TV spots like this one opted to focus on those other characters, with only a bit about the Belle/Beast romance. And another one that aired during the Golden Globes awards ceremony was focused on the visuals and gave the audience the first real listen at Belle singing. There was less of an emphasis on the Beast and more on the magical world Belle finds herself in in a spot that aired during the Oscars broadcast.
Disney exercised some corporate synergy when a couple of the movie’s stars hosted a special edition of “The Bachelor” on ABC to promote the upcoming release.
Lots of online ads used the key art and social ads used videos and more. Plenty of outdoor artwork promoted the movie as well.
There were also a number of companies looking to get some of their own bounce off the movie:
  • Gelish: The nail polish company offered a movie-themed collection of hues.
  • HomeAway: A sweeps offering the chance to say at Duns Castle with 20 guests.
  • HSN: Offered a collection of apparel, home goods and more inspired by the movie.
  • Kohl’s: Similarly offered exclusive items and carried other merchandise.
  • Le Creuset: Created a selection of movie-themed cookware.
  • Luxe Bloom: Was the “official flower” of the movie, which is actually a decent idea given the story.
  • Williams Sonoma: Offered tips on how to throw a movie-themed party.
  • Twinning: Put some of their tea flavors in movie-branded packaging.
  • Neutrogena: Offered tips on how to get Belle’s look and put products in movie-branded packages.
  • Morgan Taylor: Another set of movie-themed nail polish colors.
  • Microsoft: No details I can find on this partnership.

 

Media and Publicity

While there’d been plenty of buzz during production, the first major publicity shot was in the form of an EW cover story that showed off the first good looks at Belle, The Beast and the movie’s feel and tone in general as well as interviews with the cast.
A couple months out from release Watson started doing more interviews, starting with comments about how she’d been approached to star in Disney’s live-action Cinderella a couple years ago but passed and was glad she had since it would have precluded her playing Belle.


Another EW cover story followed just a few weeks out from release, but it was just one small part of the overall publicity and press that was being done for the movie that had Evans, Watson, Gad and the rest of the cast going all over the place. Later press would reveal that Gad’s character is the first explicitly gay character Disney has put on film. That came with the totally-expected backlash from religious fundamentalists who likely have no problem with movies featuring mass murder and adultery but who draw the line and homesexuals on screen.
Wringing-of-hands also followed a Vanity Fair feature on Watson on her career to date, a feature that included one photo (out of a dozen that had her covered head-to-toe) showing her breasts. Concern trolls cried out about how that meant she wasn’t really a feminist, a claim she quickly countered by stating feminism means defining for yourself what you want to do, not having that dictated to you.

 

Overall

To say there’s a reliance on nostalgia in the campaign would be a massive understatement. Everything here is designed to let the audience know that if they loved the 1991 animated classic this new movie offers exactly the same thing, just in live-action form. Though with this much CGI, “live-action” is a carefully-applied term. The trailers and posters in particular have gone out of their way to present the audience with the promise that this is a surefire way to see something familiar, albeit in a new way.

Synergy  

Synergy is when several products/services of different companies take part in the making and/or the promotion of a film.

 

Production Companies

Walt Disney Pictures

Type

Subsidiary


Industry

Film


Founded

October 16, 1923; 94 years ago (as Disney Brothers Cartoon Studio)
April 1, 1983; 34 years ago (incorporated as current name)


Founders

Walt Disney and Roy O. Disney


Headquarters

Key People

Sean Bailey (president, production)


Product

Motion pictures


Parent Company

Walt Disney Studios (The Walt Disney Company)

Website

waltdisneystudios.com

Background

The studio's predecessor (and the modern-day The Walt Disney Company's as a whole) was founded as the Disney Brothers Cartoon Studio, by filmmaker Walt Disney and his business partner and brother, Roy, in 1923.The creation of Mickey Mouse and subsequent short films and merchandise generated revenue for the studio which was renamed as The Walt Disney Studio at the Hyperion Studio in 1926. In 1929, it was renamed again to Walt Disney Productions. The studio's streak of success continued in the 1930s, culminating with the 1937 release of the first feature-length animated film, Snow White and the Seven Dwarfs, which becomes a huge financial success. With the profits from Snow White, Walt relocated to a third studio in Burbank, California.In the 1940s, Disney began experimenting with full-length live-action films, with the introduction of hybrid live action-animated films such as The Reluctant Dragon (1941) and Song of the South (1946). That same decade, the studio began producing nature documentaries with the release of Seal Island (1948), the first of the True-Life Adventures series and a subsequent Academy Award winner for Best Live-Action Short Film. Walt Disney Pictures, Inc. is an American film production company and a subsidiary of Walt Disney Studios, owned by The Walt Disney Company. The division is based at the Walt Disney Studios in Burbank, California, and is the main producer of family live-action feature films within the Walt Disney Studios unit. It took on its current name in 1983. Today, in conjunction with the other units of Walt Disney Studios, Walt Disney Pictures is classified as one of Hollywood's "Big Six" film studios.Films produced by Walt Disney Animation Studios and Pixar Animation Studios are also released under this brand.

 

Mandville Films

Type

Private

Industries




Founded

1995

Founder

David Hoberman


Headquarters

Burbank, California, U.S.


Key People


Owner


David Hoberman
Todd Lieberman

Website


mandfilms.com

Background

Mandeville Films is an American independent film production company headquartered at the Walt Disney Studios. Founded in 1995 by film producer David Hoberman, the company re-formed as Mandeville Films and Television in 2002 after a short hiatus, with Hoberman and Todd Lieberman
as partners and co-owners.Film executive David Hoberman founded Mandeville Films in January 1995 as he exited Walt Disney Studios with a five-year, multi-picture production deal. The company went into hiatus when Hoberman left to join Hyde Park Entertainment, but was re-formed in 2002, this time with an exclusive 5-year contract with Walt Disney Studios. Hoberman brought along fellow producer Todd Lieberman as a partner, who worked with Hoberman when he was senior vice president for international finance at Hyde Park Entertainment.When Mandeville Films returned to the studios, it was scheduled to produce 2 movies each for Touchstone and MGM: Walking Tall, Raising Helen, The Last Shot, and Beauty Shop. The studio itself went back to Disney in 2006 to co-produce Eight Below and The Shaggy Dog back-to-back.Mandeville Films has an ongoing partnership with ABC they renewed their contracts in July 2015, for two more years.Mandeville Films and Television, co-founded by David Hoberman and Todd Lieberman, is among the most profitable and respected production labels in the entertainment industry.Since its founding in 1995, Mandeville Films has produced feature films that have grossed more than $2.5 billion in domestic box-office receipts and their slate includes a wide variety of genres, anchored by character-driven stories with universal, often uplifting themes.Mandeville’s most recent movie is Disney’s live-action retelling of BEAUTY AND THE BEAST, starring Emma Watson as Belle and Dan Stevens as The Beast.

 

 Distribution Company



Walt Disney Studios Motion Pictures (originally established as Buena Vista Film Distribution Company, Inc., Buena Vista Distribution Company, Inc. and Buena Vista Pictures Distribution, Inc.) is an American film distributor owned by the Walt Disney Company. Established in 1953 as Buena Vista Film Distribution Company, the company handles theatrical distribution, marketing and promotion for films produced and released by the Walt Disney Studios, including Walt Disney Pictures, Walt Disney Animation Studios, Pixar, DisneyToon Studios, Marvel Studios, Lucasfilm, Disneynature, and Touchstone Pictures. The division took on its current name in April 2007, which before that had been Buena Vista Pictures Distribution since 1987.In April 2007, Disney discontinued the usage of the Buena Vista brand in its distribution branding. In 2012, The Walt Disney Company acquired UTV Motion Pictures through UTV Software Communications. Since then, UTV Motion Pictures became the exclusive distributor for all Walt Disney Studios Motion Pictures releases for the South Asian market from 2013 onward. In 2009, Disney entered a distribution agreement with a reorganized DreamWorks; the deal called for an estimated 30 films over a five-year period from DreamWorks and they would be released through the Touchstone Pictures label. The distribution deal ended in 2016, after DreamWorks and Disney decided to not renew their agreement in December 2015, with Universal replacing Disney as DreamWorks' distributor. By the end of the deal, Disney had distributed 14 of DreamWorks' original 30-picture agreement. Disney took complete ownership of the DreamWorks II film library in exchange for loans made to that company.In October 2017, it was announced that the Buena Vista International banner will be revived by Disney in 2019 for distribution of M. Night Shyamalan's Glass, a sequel to his earlier films Unbreakable (distributed by Touchstone) and Split (distributed by Universal). Through an arrangement made with Disney, Universal will retain domestic rights to the film, while Touchstone (through Buena Vista International) will distribute in international territories.In December 2017, The Walt Disney Company announced plans to purchase 21st Century Fox, which includes 20th Century Fox, for $52.4 billion.

 

Special effects Companies

  1. Digital Domain (special visual effects and character animation)

  2. BOT VFX (additional visual effects)

  3. Framestore (visual effects)

  4. Lola Visual Effects (additional visual effects)

  5. Method Studios (additional visual effects) (as Method)

  6. Prime Focus World (3D conversion)

  7. Third Floor, The (visualization) (as The Third Floor Visualization Studio)

  8. Digital Domain (visualization)

  9. Centroid Motion Capture (motion capture) 

  10.  Ncam (on-set camera tracking system)

 

Merchandise






If you’re wanting an authentic Mrs. Potts tea party, this set is going to be a must. It comes with Mrs. Potts, Chip and three other teacups and saucers.
HSN teamed up with Disney to pull together some amazing collections with different designers. 


This has to be the best overall collection out there. There’s affordable pieces like her  Photo Frame and Mrs. Potts Catch-All Tray. But she also has a Beauty and the Beast book clutch, Mrs. Potts bag and a Plumette crossbody purse. Not too expensive, playful and still elegant.


Taking a step up in the pricing department, Heidi Daus has some sparkling fashion jewellery pieces. While there’s necklaces and earrings in her collection, the crystal pins have the most amount of use. Whether you’re wanting to create a necklace, attach it to a scarf, or update your purse, the pins will go the furthest. The pins can be bought in a collection or as individual pieces like Cogsworth here.

Whether it’s the cake stand or the set of 3 trays, these pieces have the elegance of Beauty and the Beast, but the ability to be used for so much more.





Heading back over to the Disney store for this iPhone case. While it is plastic, it does mean there’s a little Beauty and the Beast magic to carry around with you wherever you go.



While they have some lovely female pieces, Hot Topic makes the most amazing men’s jackets when they pull together their special collections. And their Beast Suit Jacket is ticking all the boxes. Golden embroidery, branded buttons, and the lining! 



  •  Disney by MinkPink
    While MinkPink does include styles inspired by the 1991 movie in their Beauty and the Beast capsule collection, I had to include their pieces because so often Australia misses out on movie merchandise.


Disney has teamed up with a good number of other companies, including (but definitely not limited to) New Balance (running shoes), L’Oreal (lipstick and nail polish), and Le Creuset (spotted on Williams-Sonoma).


Technological Convergence

Technological convergence in media refers to the evolution of technology, and how different types of technology may now perform the same functions.
For Beauty and the Beast, technological convergence can be seen through factors such as their online website promoting and advertising the film and the Walt Disney, and the casts' twitter accounts further promoting the film.Beauty and the Beast. The movie regained the top spot on the national home video sales charts during its third week of release. The movie became available on Netflix on September 19, 2017.
YouTube trailers, TV spots, sneak peek footage events, posters, and other promotion on phone, television, online, print and other media, can all be taken as examples of technological convergence in terms of the marketing of this film. The film was made available as a downloadable content off of the internet, alongside its (obvious) cinema release, which was in IMAX and for a short period in America, A Noir (black and white) print in theaters. The film also became available to the public on DVD and Blu-Ray as well, so that they could watch it from the comfort of their homes. Beauty and the Beast was released on Blu-ray, DVD and Digital HD on June 6, 2017. The film debuted at No. 1 on the NPD VideoScan overall disc sales chart, with all other titles in the top 20, collectively, selling only 40% as many units as

Release

On March 16, 2015, Disney announced the film would be released in 3D on March 17, 2017. The first official presentation of the film took place at Disney's three-day D23 Expo in August 2015.
The world premiere of Beauty and the Beast took place at Spencer House in London, England on February 23, 2017; and the film later premiered at the El Capitan Theatre in Hollywood, California, on March 2, 2017. The stream was broadcast onto YouTube.
A sing along version of the film released in over 1,200 US theaters nationwide on April 7, 2017. The United Kingdom received the same version on April 21, 2017.
The film was re-released in New York and Los Angeles for a one-week engagement starting December 1, 2017. The move was an awards push as awards season heats up.

 

Target Audience

Beauty and the Beast appeals to multiple audiences and Disney smartly employed various strategies to engage with each. From the kids who grew up with the cartoon version who are now young adults into a new generation of kids and parents, Disney has managed to create a marketing strategy that both recaptures the original magic and intrigues the next generation of fans.The genres about the movie furthers act as a supporter for the statement above, that beauty and the beast has multiple target audiences.

Media Consumption 

Beauty and the beast is one of those fairy tales that have been told to our grandparents and then to our parents and then to us. Many versions such as the grimm's version, the disney version have been illustrated of the fairy tale. So there is no doubt that viral campaigning was done to publicize the movie. The movie was first watched in cinemas by people world wide since disney used its international distributors to make the film available to a wider audience. The film's rating is PG, for some action, violence, peril, and frightening images. The tale as old as time gets a high-tech, live-action retelling while staying mostly true to the beloved 1991 animated musical. The movie was later released in 3D. The movie is downloadable as a torrent file from torrentz.eu, piratebay and so on. The movie can now also be watched online on websites such as solarmovie, gomovies, 123movies and so on. Comparisons of the animated and the 2017 movie were posted, posters were pasted, reviews were written, facebook, twitter, instagram and every other social media site was filled with posts of the movie so there was no doubt that I had heard about the movie on my social media. For my case study I chose this film because it is a story that every one has heard of and has loved so the availability of both the animated movie and the 2017 movie make it further interesting to produce a case study about it.
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